76% of marketers use paid distribution channels for content promotion

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 26, 2020, 4:14 PM UTC

Over one-third of the agencies reported using more than one paid social platform for content distribution.

This piece states that the majority of agencies use paid channels to distribute content, according to a 2020 study based on a survey conducted in 2019. While paid social media advertising was ranked as the top distribution channel among agencies, Facebook (82%) and LinkedIn (58%) were the top channels in this segment.

91% of agencies used social media for organic content distribution, while 86% utilised their company blogs or website. 78% of the agencies reported using email for content distribution.

The report states that only 33% of the agency marketers outsourced any content marketing activity, among which 71% of the outsourced work was for content creation. 50% of the respondents said their focus for 2020 would be on content quality/ quantity, while 47% would focus on content distribution/promotion.

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